In response to the changes the COVID-19 pandemic has brought to the Garden State, Franklin Mutual Insurance (FMI) announced a new ad campaign. The campaign, titled “Live In,” reflects a sensitivity to the sudden changes the population is experiencing and goes live this week.
Four years ago, FMI introduced a campaign that brought its “For the way you live” tagline to life. The “Live” campaign featured the word “Live” followed by a positive descriptor, such as “Live Happy,” “Live Simple,” and “Live Whole.” Coronavirus has quickly changed how we are living, which includes using our homes more than ever before: for work, for school, for almost everything.
To acknowledge the new role our homes are playing in our lives right now, FMI has evolved its “Live” campaign to “Live In” messaging – by literally adding the word “in” to the ads. Headlines like “Live in Balance,” “Live in Harmony,” and “Live in the Moment” are illustrated with visuals of people “living in” their homes, in a way appropriate to today:
- “Live in Balance” shows a woman doing yoga in her bedroom, reminding us that it’s important to make time to take care of ourselves.
- “Live in Harmony” features a family dancing in the living room, reminding us that we can create joy in our own homes.
- “Live in the Moment” shows a father playing “airplane” with his daughter, reminding us to seize these precious opportunities.
“We understand and are experiencing the strain that extreme home dwelling can cause, including a blending of boundaries,” said Brian Lytwynec, President and CEO of Franklin Mutual Insurance. “As a company whose purpose is focused on making the lives of those we serve better, it’s our hope that our approach will remind us all to be open to and embrace the special moments that arise in these unique and challenging times.”
The “Live In” campaign was conceived and executed by The S3 Agency, a full-service creative agency headquartered in Boonton, NJ. “FMI is one of the most compassionate brands we have ever worked with. Providing help when people endure hardship is something that FMI truly excels at, so it made perfect sense for them to create an ad campaign aimed at helping the public at large when the entire state of New Jersey is in crisis,” said Denise Blasevick, CEO of The S3 Agency.
FMI’s “Live In” campaign goes live this week on digital channels.